The Wiggles Breach Consumer Law: Lessons for Australian Businesses on Button Battery Safety and Compliance
- Barry Money
- 2 days ago
- 3 min read
Published: 12 November 2025
Australia’s most recognisable children’s entertainment group, The Wiggles, has admitted that it likely breached the Australian Consumer Law (ACL) after selling its popular Emma Bow headband without the required safety warnings for button batteries.
Between June 2022 and March 2024, The Wiggles sold the light-up headband—powered by button batteries—without the mandatory safety information designed to alert parents to the severe risks these small batteries pose to children.
Following an ACCC investigation, The Wiggles provided a court-enforceable undertaking, admitting it likely breached the Button Battery Information Standard. The group has since committed to implementing a consumer law compliance program and raising awareness about button battery safety through an upcoming episode of its podcast, “Wiggle Talk – A Podcast for Parents.”
The importer and distributor, CA Australia Pty Ltd, has also given a written commitment to improve its compliance processes.
Why Button Battery Warnings Matter
According to the ACCC, button batteries can be deadly if swallowed. Once ingested, they can become lodged in a child’s throat, causing severe internal injuries or even death within two hours.
Deputy Chair Catriona Lowe stated:
“Without a warning on the product, parents may not have known it contained button batteries and not understood the severity of the risk.”
The Wiggles’ Emma Bow product was marketed for children and sold through the group’s live shows, online store, and physical retailers nationwide. A recall notice was issued on 1 August 2024, and consumers who still possess the headband are urged to visit the ACCC Product Safety website for information on returning the product.
Compliance Lessons for Australian Businesses
The Wiggles’ case highlights a critical point for Australian suppliers, importers, and retailers:
Non-compliance with mandatory product safety standards—particularly those involving button or coin batteries—can expose your business to significant regulatory and reputational risks.
There are four mandatory safety and information standards governing button batteries and products that contain them. These apply across every stage of the supply chain, including manufacturers, importers, and retailers.
The ACCC continues to prioritise enforcement in this area. Other recent cases include:
Hungry Jack’s, which paid $150,240 in penalties in May 2025 for a Garfield-themed toy that failed to meet safety standards.
City Beach, which is currently facing court proceedings over 70 non-compliant product lines.
The Reject Shop and Dusk, which paid nearly $240,000 in penalties in 2023 for Halloween novelty products that breached the standards.
What To Do If Your Business Supplies Products Containing Button Batteries
If your products use button or coin batteries, ensure you:
Provide all mandatory safety warnings on packaging and product labelling.
Conduct regular compliance checks with the Button Battery Information Standard.
Report any safety incidents or near misses to the ACCC within two days, as required under mandatory reporting obligations.
Stay updated using the ACCC’s Button Battery Safety Guidelines and fact sheets for businesses.
A Reminder from Bane Legal Services
At Bane Legal Services, we’re not a law firm and we don’t provide legal advice — but we are your trusted legal matchmaker. With more than 30 years of business experience, we help Australian businesses connect with the right commercial lawyers for compliance, product safety, franchising, and consumer law matters.
If you’re unsure whether your products meet current Australian safety standards, we can connect you with an experienced consumer law solicitor who understands your industry and compliance needs.
Source: Australian Competition and Consumer Commission (ACCC) media release dated 11 November 2025.
Read the full original release here.
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